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West Eleven goes
for the perfect
cocktail serve
Patience Gould talks to drinks consultant Hew
Dalrymple and cocktail guru Ben Reed about
their launch of West Eleven, a range of ready-to-
serve classic cocktails
WITH NEW bars opening an opportunity for a this has been done through
up every day and with the premium RTD cocktail.” product quality as well as
ever-expanding expertise of Dalrymple duly got the presentation and price
mixologists and bartenders green light to go ahead positioning. “These are for
alike it is perhaps not the and as of last September people who like and many case they are better
ideal climate to launch a he started to get the team understand alcohol,” says than you get in bars,” says
pre-mix, ready-to-drink together. First on board Dalrymple. “We really Reed. “These are real
cocktail – but this has not was the mixologist Ben wanted to make sure that cocktails in a bottle.”
deterred wines and spirits Reed, who also had “some people understand what It’s interesting to note
consultant Hew Dalrymple. reservations”. “It was a bit they are getting.” that a litre of West Eleven
Together with top of a gamble – but there The initial five cocktails costs in the region of £1, just below the bespoke
mixologist guru Ben Reed, had to be no compromises selected are classics “with whereas that of a typical cocktail bars. “As a rule of
and with the backing of – it had to be absolutely a contemporary twist” and RTD is just 10 pence. On thumb where a glass of
financier Michael Alen the best product in the the range comprises a retail shelves West Eleven wine costs £5 – West
Buckley – a premium range marketplace. After all my Pomegranate Cosmo, comes in at just under £3 Eleven has a market,” says
of five ready-to-serve name was going to be on Passion Fruit Maitai, and the range spans Dalrymple. “Another area
cocktails has been the product.” Elderflower Collins, between 8% abv to 8.5% – where West Eleven would
launched under the West The chief worry of course Blueberry Bramble and a clearly not for beginners. be ideal is for events and
Eleven banner. was all to do with the RTD Classic Mojito. “The Mojito “The Mojito was originally promotions – and of course
“Talking to the industry category itself. Of late it’s came in later as the 10% abv – but one was theatre bars.”
we found that cocktails been in “freefall”, the crushed lime and mint is so just enough and we Clearly the initial five-
were in but restricted to image is decidedly important – but after trials decided in the current strong West Eleven has got
cocktail bars – in pubs and downmarket and it’s also it was so good we added it. climate to bring it down to off to a deservedly good
other outlets it’s difficult to become something of a In fact it’s the only one you 8% abv,” says Reed. start, and now the plan is
get a good cocktail,” says whipping boy – that is, need to add anything to, in After almost a year of to add seasonal cocktails,
Dalrymple. “That said our it’s seen as a catalyst to this case a sprig of mint,” development West Eleven and for winter a Mango &
first question was should binge drinking, which says Ben Reed. “We have made its debut as this Ginger Daiquiri is in the
we do a mixer for a politically makes it a bit of sourced absolutely the best year’s Distil exhibition and pipeline. No corner has
cocktail or should it be a a hot potato. products on the had very positive acclaim. been cut in the
ready-to-drink cocktail. The “RTDs are downmarket marketplace.” Indeed, no Furthermore, orders are development of West
bar community were and horrid – there’s been corners have been cut, already coming in. The Eleven and the challenge
keener on the mixer option no innovation and it’s also from the selection of spirits brand is now listed in 100 to produce a ready to
– but this did not answer all in freefall,” says Dalrymple. to the sourcing of the fruit Sainsbury’s outlets, and serve cocktail, “as good
our criteria – so probably In short, the challenge was juice, all of which are Bibendum. In terms of on- as if a barman was
against the views of the to distance West Eleven made from fresh and trade the company is standing in front of you”
trade we decided there was from the RTD arena and natural ingredients. “In looking at listings in bars has been realised. sb
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